i don’t think Boxee took for granted how popular the AppleTV box was (as underpowered as it was) specifically for the reason that it could be hackable. This thing’s not going to consume much power at all, and it’s going to have a TON of potential, Boxee aside i think.
And i agree, i think it is for geeks. Non-geeks will probably A) Not like the form factor and B) Just prefer to go with the AppleTv that’s $100 less and they’re familiar with it.